Manager Marketing

LYN R I L EY

**** *. ****** ***** ********, AZ **308 602-***-**** ************@*****.***

PROF I LE

Marketing professional with an MBA-Marketing (2006) and experience in agency and management

positions. Direct support of business and revenue goals in business-to-business and business-to-

consumer markets for industry and not-for-profit organizations. Recognized talent for identifying

and leveraging new business opportunities.

K EY QUAL I F ICAT IONS

• Marketing Strategy and Planning • Product Development & Management

• In tegrated Marketing • Market Research

Communications

• Advertising, Collateral, Web Content • Search Engine Marketing SEO,

PPC

MAJOR ACCOMPL ISH MENTS

• Exceeded 2008 sales goals by $2.9+ million through the improvement and creation of new

p rint and online marketing materials; leveraged market t rends to develop product line

extensions and new product packaging.

• Increased sales by 27% by creating marketing tools and product line extensions for

Medicare H MO and Medicare supplemental insurance products.

• Created marketing plans, integrated marketing communications and materials for online

and t raditional marketing campaigns.

• Directed development of database to manage speaker’s bureau presentations resulting in

25% increase in media and community exposure for medical association.

• Led t ransition of in-house medical association publication from an expense to a revenue

generator, gaining 37.5% revenue increase in one year.

PROFESSIONAL EXPER IENCE

NON-PROFIT ORGANIZATIONS Phoenix, AZ

Advisor/Volunteer Currently

Duet (marketing, service area expansion); Phoenix Green Chamber of Commerce (standards

committee)

WINCUP Phoenix, AZ

Marketing Manager 2007-2009 (Phoenix office closed)

Created and launched marketing campaigns covering t rade shows, media, online and web-based

marketing, product development and retail packaging for $298M manufacturer of institutional

foodservice and retail products.

• Adopted Stage-Gate® process to develop product line extensions and prototyping resulting

i n 10% increase in higher margin products. Conducted market research for new product

designs.

• Expedited research and development for biodegradable / compostable raw material

substrate and new product design. Authored corporate communications about environmental

m ission and sustainability initiatives. Trained sales professionals in environmental issues.

Leader, Environmental Sustainability Team. Presented company’s environmental strategic

v ision to executives and senior management at the 2007 National Business Meeting. Led

development of guidelines and metrics for consistent execution of sustainability initiatives

among 9 U.S. manufacturing plants.

• Supervised professional and administrative staff.

B USINESS COUNSEL ASSOCIATES Phoenix, AZ

P rincipal Advisor, Marketing 2006-2007

Designed marketing strategies for clients of business consulting company. Clients served operate in

web development and retail supply industries.

B LUE CROSS BLUE SHIELD OF ARIZONA Phoenix, AZ

Senior Products Marketing Manager Product Manager 1997-2006

Spearheaded team to develop and launch a new insurance product meeting the health savings

account (HSA) market needs and ensure compliance with federal regulations for HSA products.

T rained internal sales team, insurance brokers and customer service teams on HSAs, Medicare

A dvantage and supplement product changes. Led development of web portal for HSA-Group and

Medicare customers.

• Launched integrated marketing program covering print ads, outdoor advertising, radio,

d irect mail, web, member informational materials, and sales presentation tools. Guided

i nternal creative team to create effective and regulatory compliant campaign materials. Led

annual customer satisfaction survey development and focus group research.

• Created “age-in” customer retention program that served as a cross-promotional sales

campaign.

• Earned the “In Recognition” designation for exceeding expectations on the job (2003).

CAREER H IG H L IG HTS

Manager of Communications, Health Partners Health Plans (1995-1997)

Led Phase I and I I market expansion, from funding to launch, integrating web and t raditional

b randing, during the web’s infancy. Managed overall branding strategy for newly merged company.

Led customer entertainment and promotional activit ies to leverage local Super Bowl XXX

sponsorship.

L yn Riley 602-***-**** /LynRileyMk **@*****.*** P age 2

Advertising Manager, In tergroup Healthcare (1995)

Directed $3M budget covering advertising campaigns targeting small businesses, Medicare and

Medicaid eligible individuals; led expansion program into Arizona’s Hispanic market and Utah’s

employer group market.

Di rector of Communications, Allegheny County Medical Society (1990-1994)

Managing editor of medical journal. Partnered with local television stations to create health

education programs. Leveraged and coordinated partnering organizations with television coverage

d uring public relations crisis when confronting hostile special interest group. Honored for

p rofessionalism and advancement of the medical profession. Represented organization via

community outreach and board memberships.

Di rector of Client Services, Modcom Advertising agency (1985-1990)

Gained and maintained positive agency relationships with major clients (Alcoa aerospace division,

B lack & Decker, Koppers, Rockwell and US Steel/USX), small business and hospital systems.

D irected artists, wri ters, photographers and printers in creation and production of clients’

advertising and marketing materials.

EDUCAT ION

Master of Business Administration in Marketing

University of Phoenix, Phoenix, Arizona (3.89 GPA)

Bachelor of Science in Business Administration, Communications Management major

Robert Mor ris University, Pit tsburgh, Pennsylvania (3.7 GPA)

Cum Laude graduate, Communications Management Honors Award

PROFESSIONAL DEVELOP MENT

Search Engine Marketing (Search Engine College), Social Media Marketing (American Marketing

Association)

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